Integrated Marketing Communications

This course is designed to introduce students to the role of advertising and other promotional mix elements in the integrated marketing communications (IMC) program of an organization. The course allows students to develop an understanding of an integrated marketing process, how companies organize their advertising, and how they set their organizational goals for promotional, customer behavior, and organizational communications. Attention will be given to the IMC tools used in contemporary marketing including advertising, direct marketing, Internet and interactive marketing, sales promotion, publicity and public relations, and personal selling. The course examines how IMC programs are planned, developed, and implemented. It also considers the environments in which advertising and promotion occur and the regulatory, social, and economic factors that affect such programs. Registration in this course requires the successful completion of at least one intermediate course in Advertising, Marketing, Marketing Management, Marketing Research, or Consumer Behavior. Note: Integrated Marketing Communications is designed to provide an upper-level course for those who are interested in the theory and practice of Marketing, Advertising, and/or Consumer Behavior or equivalent knowledge. This course is offered for our International Education program students.